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WE USED 'THE SIMPSONS' STUDIO IN LA TO CREATE 'JITTERY JULES'...WHO TRANSFORMED INTO 'COOL JULES' AFTER USING HEAD & SHOULDERS MENTHOL - AND CREATED A CULT EUROPEAN FOLLOWING  OF YOUNG MEN.

Our male consumers:18-22, found REAL stress in their lives added to dandruff (first job/girlfriend/peer pressure).

 

So we got ‘The Simpson’s’ studio to create an animated character they could relate to - JITTERY JULES, who uses tingly cool H&SM after stressful situations to transform into a dandruff-free irresisible COOL JULES.

 

From a TVC, online gaming with prizes, Limited Edition Packaging with a de-stress toy through to sponsoring the loos at Glastonbury Festival with samples to lead to store, and even an animated ad before the latest Star Wars movie... COOL JULES grew a life beyond the original brief. It also pushed P&G into unknown territory. Tagline: “DON’T GO MAD, GO MENTHOL.’